Clothing brand raises awareness about maternal health

New Delhi: Clothing brand United Colors of Benetton (UCB) and the United Nations Population Fund (UNFPA) have come out with a joint campaign titled “Safe Birth Even Here”, at the World Humanitarian Summit. It aims to spread awareness about women’s health during pregnancy.

The two-day summit is taking place in Istanbul, Turkey starting on Monday.

The campaign aims to make women’s health, safety and dignity a global humanitarian priority and mobilize action and funding to support women’s health in all humanitarian operations worldwide.

“Even in peaceful and stable times, it can be difficult to carry a baby and have a safe delivery. But inside a war zone, after a natural disaster, or in a refugee or displaced persons’ camp, being pregnant is truly daunting.

“Our aim is to raise awareness of the huge work that still needs to be done across the world to stop women dying giving life, even in emergencies, as they cannot choose when their babies are born,” Babatunde Osotimehi, executive director of UNFPA, said in a statement.

Today, 75 per cent of the world’s people affected by crises are women and children. When disaster strikes, women face increased risks to their health and well being, due to loss of medical support, trauma, malnutrition and violence. Their vulnerability is even higher in times of pregnancy.

“All women should be granted universal access to sexual and reproductive healthcare and reproductive rights,” said Chiara Mio, President of Benetton’s Sustainability Committee.

The creative elements of “Safe Birth Even Here” were conceived and produced by Fabrica, Benetton’s communications research centre, under the auspices of the Women Empowerment Program.

The campaign, which will also become an installation, features three artistic images that depict birth in emergency situations and a 30-second video in which a baby is safely delivered into a scene of utter devastation.

Besides creating awareness of the health needs of women and girls, especially in crises, “Safe Birth Even here” also aims to raise funds for health supplies, which can be donated through the “Safe Birth Even Here” website.